Free-flow just means you can have unlimited booze.Is free flow an open bar or different idea? From what I've seen people drink more than they would (and should) if drinks are free or included in the price.
Free-flow champagne brunches are amazing here.
If I paid 300~400 for one hockey ticket and I can't even get one free glass of wine with it...honestly, f*** off and shove those fries or hotdogs up your arse.